Published on October 14, 2026
Grounded: A Trip Around the World, Yellow Peas and an Idea That Took Root
Setting off on a family trip around the world and coming home with a business idea was not exactly what Claudia Breton and Maxime had planned. Yet, ten months and several countries later, a discovery in a Turkish grocery store gave the couple a clear idea: make plant-based eating more accessible without sacrificing the pleasure of good food.
Today, their brand, Grounded, stands out with its colourful packaging, Canadian pea-based products and recipes that resonate with Quebecers, from spaghetti sauce to plant-based cretons. Behind this fast-growing young business are two entrepreneurs who have decided to do things their own way.
A Trip That Changed Their Plans
Before launching Grounded, Claudia worked in recruitment and executive search, while Maxime, a trained accountant, held a management position in the real estate sector. Neither had a particularly obvious path into the food industry.
In 2023, they decided to spend a year travelling around the world with their children. The trip opened their eyes to many things, including their own consumption habits and climate change. In Europe, they experienced temperatures approaching 45°C. In the Maldives, they heard about islands threatened by rising sea levels. These experiences prompted them to do some research and reflect on what they could do to reduce their environmental impact.
An idea gradually took shape: eat less meat and, above all, help others do the same. But how could they turn that conviction into a concrete project? The answer was waiting for them in a grocery store thousands of kilometres from Quebec.
The Discovery That Changed Everything in a Turkish Grocery Store
In Turkey, Claudia and Maxime spotted colourful packaging on a store shelf. They couldn't understand a word on it, but they recognized plant-based meatballs in the picture. Intrigued, they bought the product and returned to their accommodation with a little mission for Google Translate.
They discovered that the product was made with textured yellow pea protein. “I was absolutely blown away!” Claudia recalls, impressed by the taste and, above all, the texture.
The discovery was particularly exciting because Canada is a major producer of yellow peas. Why not use this local resource to create products suited to Quebecers' eating habits?
For the rest of their trip, the couple continued researching, exploring suppliers, imagining recipes and even brainstorming a name for their future brand. Their enthusiasm grew so much that they eventually decided to return home after ten months instead of the planned twelve. “We were so eager to get the project off the ground!”
Canadian Peas in Quebec Classics
Back home, Claudia and Maxime ordered an impressive collection of spices and turned their kitchen into a recipe laboratory. Production then began in their garage, with an initial online sales strategy. Things quickly exceeded their expectations: Claudia remembers receiving around 200 orders in the very first week.
Their goal? To offer plant-based proteins that fit naturally into everyday meals, without asking families to completely reinvent the way they cook.
Grounded's product range therefore focuses on familiar flavours: spaghetti sauce, Tex-Mex seasoning, burger mixes and even plant-based cretons, a traditional Quebec-style spread. Because in Quebec, spaghetti sauce and cretons are familiar favourites!
At the heart of these products is textured vegetable protein, or TVP, made from Canadian yellow peas. The process is fairly straightforward: protein is extracted from the peas and then given its texture using water and a mechanical process called extrusion. Seasoned mixes can then be used to prepare quick, meat-free meals.
And contrary to what you might expect, Grounded isn't aimed exclusively at vegetarians. Claudia primarily wants to reach people who would like to eat less meat without giving up the dishes they know and enjoy. With tasty, convenient and affordable products, plant-based alternatives have plenty to offer when it comes to finding a place on our plates.
Of course, people first have to be willing to try them! As Geneviève O’Gleman points out, changing our eating habits also starts with curiosity. Behind every new local product are entrepreneurs taking risks to offer something different. By giving these products a chance, consumers also help grow a Quebec food industry that is increasingly diverse, innovative and full of possibilities.
A Small Team With Big Ambitions
Looking at the brand, its colourful packaging and its social media presence, you might think Grounded already has a sizeable team. The reality is rather surprising: “As far as Grounded employees go, it's just Max and me!” Claudia reveals.
The couple has chosen to work with specialized partners to grow the business quickly without losing sight of the convictions that inspired it. And some of their decisions are far from the cheapest options!
While imported plant-based proteins might cost less, Claudia and Maxime prioritize Canadian peas. They've also thought carefully about their packaging and delivery methods, including the use of reusable bags for certain online orders.
Even before selling their first product, Grounded had joined 1% for the Planet, committing to donate 1% of its sales to environmental organizations.
For a young business, these choices mean additional costs, but they reflect a clear intention: to build a brand whose decisions align with the values that inspired its creation.
Grounded in Its Values, With Eyes on the Future
The name Grounded sums up their philosophy rather well. Claudia wanted a bilingual name that could travel with the brand across Canada and potentially beyond. She found a double meaning she liked: the idea of being grounded, or having your feet firmly on the ground, and the English word “ground,” which also evokes ground meat, the product they hope to replace.
An English name for a Quebec business? Claudia acknowledges that it can sometimes make the company's origins less obvious. That's one reason why having the Aliments du Québec logo on the packaging matters to her: it highlights the company's Quebec roots and its commitment to local products.
But Claudia's ambition goes beyond selling more bags of product. She wants Grounded to become a Canadian leader in local plant-based protein and to keep finding new ways to incorporate it into everyday meals.
She also knows that lasting change doesn't necessarily happen overnight. “You don't have to be perfect to make a real impact.” This philosophy captures Claudia and Maxime's journey: you don't need to change all your habits at once to make room for something new. Sometimes, all it takes is a little curiosity, a willingness to try a local product and the discovery that it might just become a new household favourite.
To discover how a Turkish grocery store inspired the creation of Grounded, hear Claudia share the story of the business's early days in the family garage and learn more about the values guiding the company, listen to the full podcast episode with Geneviève O’Gleman.
